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Tape Recorders in Consumer Research by James F. Engel is a Business, Management and Accounting article available to read on EtoBox.
What is Tape Recorders in Consumer Research about?
## Research JAMES F. ENGEL How can tape recorders be used successfully in consumer interviewing? The author shows the advantages and limitations. A VARIETY of tape recorders are now available which contain their own power supply and are compact and easy to handle. This means that marketing research interviews can be recorded at a relatively low cost. Since so little has been written on the use of tape recorders in consumer interviewing, it may be helpful to relate the author's experience.1 ## An Application in Field Interviewing An experimental survey was undertaken in which the cartoon projective method was compared with verbal open-end questions, on issues which ranged from objective topics like the use of drugs prescribed by a lay person, to such sensitive issues as birth control and venereal disease.2 Since complete records were necessary to provide a scientifically accurate comparison of responses to the two methods of interrogation, tape recorders were used in each of the 304 interviews. Tape recorders were also used in approximately half of 82 pretest interviews. A statistical comparison through Chi square analysis of responses, given by housewives when tape recorders were u
Who reads Tape Recorders in Consumer Research?
It is typically read by researchers, students, and practitioners in Business, Management and Accounting.
- Author
- James F. Engel
- Published
- 1962
- Language
- EN
- Field
- Business, Management and Accounting (Social Sciences)